Media-buying agency network GroupM's interactive businesses, and digital marketing and web-solutions network Quasar Media's digital businesses, are being integrated by parent WPP in an attempt to build what is billed as India's largest integrated digital media agency network. WPP picked up 75 per cent stake in Quasar in 2007.

Quasar will now align its media units under GroupM Interactions management. The consolidated agency network will handle digital for existing client brands of GroupM agencies (Mindshare, Motivator, Maxus and MEC) and Quasar (Quasar BMS and Blazar).

leverage

Speaking to Business Line , Mr Vikram Sakhuja, CEO-South Asia, GroupM, said, “From a WPP stand point, it is about leveraging the strengths of two large digital media networks by integrating them to offer even more comprehensive solutions for clients. GroupM Interactions has a lot of search, mobile and creative tools, and Quasar brings with it a lot of domain expertise in digital. Together, this will represent the largest integrated digital agency network in India.”

Agency brands Quasar and Blazar will continue to run independently, reporting to GroupM Interactions head Mr Tushar Vyas.

Operating board

They will also report to an operating board constituting senior leadership from both Quasar and GroupM, according to an official statement.

Quasar Media is a subsidiary of Smile Interactive Technology Group. Mr Manish Vij, Chief Business Officer and co-founder, said, “Collaborative learning, cross platform expertise, innovation across digital vehicles and combined media buying and creative strength will immensely benefit clients of the two market leaders. With this partnership we have been able to get all of this while keeping the autonomy and nimbleness of each operating brand of both agency networks.”

Mr Sakhuja added, “Together we will bring best of class end to end capability in paid, owned and earned parts of Digital Media”.

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